KEY POINTS
- Stunning Landscapes: Pakistan offers breathtaking landscapes, including towering mountains and clear lakes, appealing to a wide range of travellers.
- Improved Global Ranking: In 2024, Pakistan jumped to 101st in the Travel and Tourism Development Index, reflecting a significant 20-position improvement since 2019.
- Infrastructure Challenges: The country faces major infrastructure issues like poor roads and inadequate hospitality services, hindering its tourism growth.
- In 2024, Gilgit-Baltistan, a popular tourist destination in Pakistan, saw a record increase in visitors. 486,571 domestic tourists and 21,862 international tourists visited the region.
- Gilgit-Baltistan in CNN’s list of top 25 destinations to visit in 2025 is a proud moment for Pakistan.
- By 2025, the government predicts tourism will contribute Rs. 1 trillion (US$3.5 billion) to the Pakistani economy.
ISLAMABAD: Pakistan is a gem for every kind of explorer. From the historical magnificence of Taxila and the lively markets of Lahore to the awe-inspiring heights of the Karakoram mountains, this land is a treasure trove of marvels just waiting to be discovered.
With its enchanting scenery, majestic peaks, and crystal-clear lakes, Pakistan has an irresistible charm that beckons travellers from across the globe.
Though it has encountered hurdles in infrastructure and security, the country’s stunning natural beauty and rich cultural tapestry persistently radiate, showcasing its tourism potential as vibrant and full of hope.
The World Economic Forum (WEF) ranks Pakistan 101st globally, showing an improvement of 20 ranks as compared to 2019, with a score of 3.41, reflecting a 3.6 per cent improvement since 2019, and a 14 per cent improvement on its 2019 rankings.
This means Pakistan has significantly improved its global rankings on the Travel and Tourism Development Index (TTDI).
Poised for rapid growth
Using 2019 as a base year, Pakistan travel and tourism market is projected to grow to US$4.26 billion in 2025.
From 2025 to 2029, the market is expected to grow at an annual rate of 6.75 per cent, resulting in a projected market volume of US$5.53 billion. It is also estimated to generate 66 per cent of total revenue through online sales by 2029.
Pakistan is classified as a lower-middle-income economy and part of the Asia-Pacific regional group in the TTDI 2024. By 2025, the government predicts tourism will contribute Rs. 1 trillion (US$3.5 billion) to the Pakistani economy.
The top countries on the TTDI in 2024 are the United States, Spain, Japan, France, Australia, Germany, the United Kingdom, China, Italy, and Switzerland.
These countries have been recognised for their favourable business environments, open travel policies, well-developed transport, tourism, and information and communication technology (ICT) infrastructure, as well as rich natural, cultural, and non-leisure attractions.
They collectively accounted for over 75 per cent of the Travel & Tourism industry GDP in 2022 and 70 per cent of the GDP growth between 2020 and 2022.
Within the Asia-Pacific region, Pakistan shows potential, especially in natural resources and cultural assets. However, challenges remain, particularly in air transport infrastructure and tourist services.
Pakistan’s efforts to enhance its tourism sector are evident, with various initiatives to improve ICT readiness and cultural resources, showing that the country is leaving no stone unturned in its tourist development.
Climbing the ranks
The challenges remain in areas such as air transport infrastructure and tourist services.
Pakistan’s advancement can be attributed to the concerted efforts of institutions like the Pakistan Tourism Development Authority (PTDC) and support from the World Bank, which have facilitated public policy dialogues and shared best practices across provinces.
Despite these gains, Pakistan’s tourism infrastructure and enabling conditions still have a long road ahead for development.
The government’s emphasis on improving safety, security, and health standards is pivotal for the sector’s sustained growth. In South Asia, Pakistan’s ranking is ahead of Nepal and Bangladesh but is still behind India and Sri Lanka.
According to PTDC officials, the year 2023 marked a remarkable resurgence in Pakistan’s tourism, with visitor numbers soaring over 600 per cent post-COVID, totalling over 97,500—the highest in seven years.
The top 10 countries contributing to this influx included Afghanistan, the USA, and the UK, among others.
Riding this wave, Pakistan’s tourism sector is set to take off in 2025, bolstered by enhanced security, improved infrastructure, and welcoming policies.
With its breathtaking landscapes and rich cultural heritage, Pakistan promises an unforgettable adventure at unbeatable prices.
Besides, the inclusion of Gilgit-Baltistan (G-B) in CNN’s list of top 25 destinations to visit in 2025 is a proud moment for Pakistan.
This comes as visitor numbers have climbed steadily—from 2,100 foreign adventurers in 2023 to 2,380 in 2024. As many as 486,571 domestic tourists and 21,862 international travellers visited the region.
It validates what adventure seekers across the world have long drawn attention to: the region’s breathtaking landscapes that are home to towering eight-thousanders, glaciers, meadows, and crystal-clear lakes.
Tourist destinations
Pakistan is home to three famous mountain ranges: the Himalayas, the Karakoram, and the Hindukush.
The country also has many peaks, including K2, the second-highest mountain in the world. This makes Pakistan a popular destination for mountain climbers and trekkers.
In conversation with WE News English, Mukhtar Ali, the Manager of the Pakistan Tourism Development Corporation (PTDC), highlighted the significant strides Pakistan has made in the realm of global tourism rankings.
To enhance Pakistan’s global image, PTDC has initiated a vibrant tourism campaign titled ‘Salam Pakistan’.
This initiative—alongside efforts on the National Travel and Tourism Competitiveness Index (NTTCI) and the establishment of National Minimum Standards in tourism and hospitality—aims to empower industry stakeholders to ensure quality assurance across the sector.
Travel experts echoed the necessity for Pakistan to embrace a more open visa policy, bolster visitor safety, and enhance air connectivity, pulling out all the stops to attract more travellers.
They emphasised the importance of investing in high-quality tourism infrastructure, integrating information and communication technology in tourism, and refining human resource skills to further elevate Pakistan’s standing on the global travel and tourism stage.
Amir Jahangir, chief executive officer of the Mishal Pakistan—the Country Partner Institute of the World Economic Forum—states that Pakistan’s scores reflect the challenges faced by its institutions.
He acknowledges the Pakistan Tourism Development Authority’s significant endeavours to enhance the country’s appeal as an affordable tourist destination.
Jahangir emphasises the World Bank’s crucial role in promoting integrated tourism in Pakistan.
He emphasised that the collaboration between PTDC, various institutions, and the World Bank has successfully united stakeholders on a common platform, fostering public policy dialogues that enable provinces to share and adopt best practices from one another.
Pakistan’s advancement on the index signifies a positive trajectory in its tourism sector, indicating potential growth and readiness for future opportunities in the travel and tourism market.
Pakistan’s high seasonality of international tourist arrivals reflects the country’s appeal as a travel destination, but infrastructure and enabling conditions for tourism development remain areas needing improvement.
The government’s prioritisation of tourism and ongoing efforts to enhance safety, security, and health and hygiene standards are crucial for advancing Pakistan’s tourism industry.
Challenges hindering tourism growth
Pakistan has some of the world’s most picturesque landscapes and landmarks in its northern regions but due to the depleted infrastructure, most of the tourists avoid going there.
Likewise, even though the Pakistani people are some of the most hospitable people in the world the hotel industry is still undeveloped because of inadequate facilities.
The staff lack proper training and hotels don’t have enough facilities to accommodate the needs of their guests.
Most of the tourist places are not well-kept and they have been destroyed due to negligence. The areas are frequently littered, the roads are in bad shape, and there are not any hotels or other accommodations for travellers.
In addition, people’s greed can sometimes lead to huge problems. The same is happening to the tourism industry.
Many street vendors end up charging too high for their goods which can discourage visitors from visiting Pakistan.
Social media & tourism boom
We all are aware that in today’s world, social media has so much power. It can literally make or break your image.
These days, more individuals are promoting Pakistan’s stunning and lovely locations on various social media platforms.
Many foreign bloggers have visited Pakistan and shown a positive image of the country to the world. This has encouraged many people to visit Pakistan.
New policies to breathe life into tourism
The Pakistani government has finally realised the importance of tourism and is taking steps to promote it.
They are making it easier to get visas, providing security to tourists, and constructing roads to popular tourist destinations.
To put it concisely, the growth of the tourism industry in Pakistan cannot solely be attributed to government policies; societal changes are essential for fostering a traveller-friendly environment.
As the landscape of tourism rapidly evolves, it is crucial to monitor these changes effectively.
A cohesive framework that combines command and control strategies with a clear vision is necessary.
Regular assessments of how tourism regulations impact the environment and society are vital. Furthermore, tourism should be recognised as an academic field for research and professional development.
Currently, Pakistan is not fully capitalising on its tourism potential. This can be reversed through consistent strategies, such as enhancing tourist safety through improved law enforcement, upgrading infrastructure, including roads, airports, and railways, and leveraging social media for government promotion of tourist attractions.
Public-private partnerships can attract more investment, while innovative activities like a Dubai-style safari in the Thar Desert or a cultural train journey showcasing Pakistan’s diverse heritage could be developed.
Additionally, Pakistan can promote its Buddhist heritage sites, akin to the Kartarpur Corridor, to engage visitors from East Asia and beyond.
